Gulf News 

An Etisalat outlet in Dubai. The telco is cementing its place as a strategic enabler in the UAE’s digital transformation, according to the latest Brand Finance Global 500 report.

Image Credit:Virendra Saklani/Gulf News Archives

Dubai: Etisalat has been named the Middle East’s most valuable brand for the first time, dethroning heavyweights such as Emirates, Etihad, and Saudi Telecom Co. (STC), according to the latest Brand Finance Global 500 report released on Wednesday.

 

The Abu Dhabi-based telecom operator posted a 40 per cent increase in its brand value, reaching $7.7 billion, according to the report.

The brand consultancy say that Etisalat, which has risen through the ranks consistently since the list’s inception in 2010, is cementing its place as a strategic enabler in the UAE’s digital transformation.

Brand Finance point to Etisalat’s renewed support for its global football sponsorships, with further focus on its partnership with Manchester City Football Club, as indicators of the strength of its brand.

Andrew Campbell, managing director of Brand Finance Middle East, said in a statement: “The UAE’s focus on digital innovation has helped support Etisalat brand’s success and paved the way for future growth ahead of Expo 2020. With its stated strategy of ‘Driving the Digital Future’, Etisalat has adapted to a new competitive marketplace dominated by the rise of tech giants”.